🎙️ 代表作 Vol.038: What New Trends Are Hidden Behind Xiaohongshu's Replacement of Slogan?

CC's strategic framework for brands at different growth stages:

• Level 1.0 (Seed Awareness): Creating quality content that spreads organically through the "three transformations" (visual, emotional, value)
• Level 2.0 (Amplified Reach): Publishing good content with paid traffic amplification, suitable for startups with products but no brand story
• Level 3.0 (Segmented Strategy): For brands with 1-5 billion RMB revenue, creating different content for different product scenarios and target audiences
• Level 4.0 (Co-creation & Innovation): For brands over 5 billion RMB revenue, finding inspiration in community interests, co-creating with users, and identifying unmet needs "It's difficult to have a one-size-fits-all approach. You need to match your strategy to your enterprise's lifecycle stage and competitive advantages."

CC's approach to creating emotionally resonant content:

• Scene Integration: Embedding products in realistic life scenarios rather than isolated displays
• Emotional Connection: Tapping into deep emotional needs and desires rather than functional benefits
• Authentic Storytelling: Using genuine, relatable narratives that reflect real user experiences
• Sensory Engagement: Creating content that engages multiple senses and triggers emotional responses "Cold, factual narration doesn't interest anyone. Only scenes with a sense of human presence can truly stimulate people's desire to buy or connect."

The evolution of influencer marketing on Xiaohongshu:

• KLS (Key Opinion Leaders): Traditional influencers with large followings and professional status
• KLC (Key Opinion Consumers): Regular users who share authentic product experiences and recommendations
• KS (Key Staff): Employees who become authentic advocates for their own company's products and services "KS is still in its red phase. Many companies spend money on KLS and KLC but overlook that their employees are their most important advocates."

CC's framework for Xiaohongshu marketing success:

• Good Product: Foundation of quality, appropriate pricing, or unique value proposition
• Good Content: Visually appealing with compelling copy that either plants desire or drives conversion
• Good Blogger: Authentic creators with genuine expertise and trust in their specific domains "Good product plus good content plus good blogger is our opportunity to capture the remaining traffic dividends in 2025 or 2026."

CC's approach to finding business opportunities in competitive markets:

• Large Category Selection: Choose established categories with proven demand
• Interest Point Identification: Find emerging consumer interests within the category
• Segment Targeting: Focus on specific user groups with particular needs
• Product Innovation: Develop specialized products that address these细分 needs "Every business can be redone. As long as you innovate in product power and细分 audience interest points, there are opportunities."

Xiaohongshu's change from "Your Life Guide" to "Your Life Interest Community" represents more than just marketing copy. It signals a fundamental shift toward creating a more participatory, co-creative platform where users are active contributors rather than passive consumers of content. This evolution reflects the platform's recognition that its value lies in the connections and interactions between users with shared interests.

CC emphasizes that successful Xiaohongshu marketing moves beyond product features to create emotional resonance through authentic human experiences. The example of the baby blanket advertisement, which focused on a mother's concern for her child rather than the blanket's technical specifications, demonstrates how emotional storytelling creates deeper connections and drives engagement more effectively than traditional product-focused marketing.

One of the most significant trends CC identifies is the emergence of Key Staff (KS) as a powerful marketing channel. Unlike traditional influencer marketing, KS leverages employees' authentic knowledge and passion for their products, creating more credible and relatable content. This approach not only reduces marketing costs but also builds stronger connections with consumers who value authenticity.

CC identifies three fast-growing sectors that present significant opportunities: children's outdoor clothing (driven by demographic shifts and changing needs), crystal and jewelry accessories (reflecting emotional and spiritual needs), and life services (particularly for local businesses). These trends reveal how changing consumer behaviors create new market opportunities even in established categories.

Contrary to the belief in universal marketing formulas, CC stresses that success on Xiaohongshu requires customized strategies based on a brand's lifecycle stage, competitive advantages, and target audience. This insight challenges the notion of one-size-fits-all marketing approaches and emphasizes the need for strategic thinking and adaptation.

CC emphasizes that businesses don't need massive budgets to succeed on Xiaohongshu. Local restaurants spending just 10,000-20,000 RMB can see meaningful returns, demonstrating that the platform offers opportunities for businesses of all sizes. This insight democratizes access to effective marketing and encourages experimentation.

The conversation reveals how marketing focus has shifted from reaching the largest possible audience to creating deeper connections with specific segments. This reflects broader changes in consumer behavior, where authenticity and relevance matter more than reach and frequency.

CC highlights how Xiaohongshu's community provides valuable insights for product development and innovation. Brands that listen to community discussions and co-create with users can identify unmet needs and develop products that resonate more effectively with their target audiences.

Despite the emphasis on marketing strategies, CC repeatedly stresses that product quality remains fundamental. In an era of material abundance, consumers are increasingly selective, and only products that offer genuine value or unique benefits can succeed in the long term.

CC's advice to "first come out" emphasizes the importance of active participation and learning by doing. Rather than waiting for the perfect strategy or timing, businesses and creators should start experimenting on the platform, learn from their experiences, and iterate based on real-world feedback.

Create content that resonates emotionally with audiences:

• Focus on authentic life scenarios rather than product features
• Highlight emotional needs and desires that your product addresses
• Use storytelling that reflects real user experiences
• Incorporate sensory elements that create immersive experiences

Leverage employees as authentic brand advocates:

• Identify employees who are passionate about your products
• Provide training and guidelines for maintaining brand consistency
• Create incentive structures that reward quality content creation
• Implement systems for content review and amplification

Match your approach to your brand's development stage:

• Assess your current revenue and market position
• Identify your competitive advantages (product, story, supply chain, marketing)
• Select the appropriate marketing level (1.0-4.0) based on your stage
• Evolve your strategy as your brand grows and matures

Find and develop细分 market opportunities within larger categories:

• Identify large categories with proven consumer demand
• Research emerging consumer interests and behaviors
• Develop specialized products for specific user segments
• Create targeted marketing that speaks directly to niche audiences

Begin with manageable investments and learn from experience:

• Start with small budgets to test different approaches
• Monitor results and gather data on what works
• Iterate and refine your strategy based on real feedback
• Gradually scale successful approaches

Ensure your products meet genuine consumer needs:

• Focus on quality materials and craftsmanship
• Price products appropriately for the target market
• Identify and emphasize unique value propositions
• Continuously gather and incorporate user feedback

Involve users in product development and marketing:

• Monitor community discussions for insights and ideas
• Encourage user-generated content and reviews
• Create opportunities for users to contribute to product development
• Build relationships with active community members

Create content that engages multiple senses and emotions:

• Invest in high-quality visual elements (images, videos)
• Craft compelling copy that tells emotional stories
• Incorporate elements that trigger sensory memories
• Focus on creating immersive experiences rather than just information